The first roadside digital billboard at Brisbane Airport has been switch on by Ooh!Media.
The new billboard, located on Airport Drive, is the first to exist at the location and measures six by nine metres. It will display differing creatives every 10 seconds. Because Brisbane Airport is on federal property, it is not subject to the Queensland government's controls on digital billboards and dwell times.
The nationwide roll-out of roadside digital billboards is one of ongoing debate between state governments and out-of-home companies, due to disagreements over how such technology might impact road safety. Queensland and Victoria are the only states to allow out-of-home digital billboards.
However, the industry has argued an increased amount of the signage would allow the sector to grow and does not believe digital sites are more distracting than their non-digital counterparts. The out-of-home industry has also championed the technology's ability to change creative and therefore enable advertisers to target consumers at different times of the day.
The new site forms part of the company's $3.3 million transformation of signage at the airport, which will see more than 50 high-definition internal and external digital sites, which will also allow online and social media integration.
Brisbane Airport Corporation, terminal, retail and commercial general manager, Andrew Brodie, said the new sites' abilities to interact with digital media was one of their major benefits. “Greater interaction between travellers and media, inside and outside the domestic and international terminals, using smart phones is beneficial and rewarding for both passengers and advertisers,” he said.
Ooh!Media chief executive Brendon Cook said the new sites put the company ahead of its competitors because it allowed "advertisers the opportunity to reach 100 % of all passengers", both domestic and international.
The firm's group director of Fly, Robbie Dery, estimated the transformed assets wil be seen by more than "20 million travellers each year and be impossible to miss."
Ooh!Media
www.oohmedia.com.au
